They chose it carefully, perhaps in honor of a favorite aunt or a deceased Olympic medalist, a pantone color or a mechanical part of a firearm, and you've used it to market yourself aggressively on playgrounds ever since.

The bloke's skin was a bluey-grey colour that would have had any competent physician diving for the intubation kit, and which, by what Parlabane sincerely hoped was coincidence, matched the walls of the cell to within a pantone.

The group, which has been locked in a legal battle with its rival for three years, was granted a trademark for the tint - pantone 2865c - to be used on certain chocolate goods such as Dairy Milk in 2008.